The most valuable information available.
WHY THEY MATTER
They are the only source of truth about whether the product works.
WHAT TO ESTABLISH
Direct contact with them.
WHY DIRECT
Filtered feedback loses what matters.
WHAT TO OBSERVE
How they actually use it Where they struggle What they use it for that you did not expect What they stop using
WHY UNEXPECTED USES
They frequently indicate the real opportunity.
WHAT TO ASK
What problem it actually solved What they would miss if it disappeared What nearly stopped them buying What they tell others about it
WHY THAT LAST QUESTION
How customers describe it is how it will spread.
WHAT TO LISTEN FOR
The words they use.
WHY
They are better than your own description for marketing.
WHAT TO DISTINGUISH
Problems affecting many customers Requests specific to one
WHY
Building for one customer's requirement produces a product nobody else wants.
WHAT TO ESTABLISH
How many customers share each request.
WHAT TO ACT ON
Things preventing use Things causing abandonment Requests that recur
WHAT NOT TO ACT ON IMMEDIATELY
Every feature request.
WHY
Requests describe solutions; the underlying need is what matters.
WHAT TO ASK ABOUT ANY REQUEST
What they are trying to achieve.
WHAT TO MEASURE
Continued use Repeat purchase Referrals
WHAT ABANDONMENT INDICATES
That the problem was not solved or the product was too difficult.
